A presentation by Glue4 Technologies 4.Strategy… 4.Software… 4.Systems… 4.Solutions NFC & Smart Posters Dr Neil Garner, MD Glue4
Glue4: About Us… • Software & Solutions • Creating innovative services linking people and brands • Head Office: Norwich, UK • Privately Owned. • Gluing consumer technologies • Web • Mobile • Interactive TV • Smartcards • Across sectors: • Retailers • Financial services • Telecommunications • Media
What is NFC? • Near field Communications (NFC) is the name given to a short range wireless communication protocol covering a distance of 2-5cm • NFC chips in devices enable data to be exchanged (e.g. contact details) by bringing the devices within range, or touching them together • NFC is compatible with, and incorporates a range of existing RFID standards providing interoperability with contactless payments and ticketing infrastructure.
NFC Consumer Applications • NFC phones have many applications across multiple sectors: • Transport & ticketing • Events & leisure • Retail • Payments • Telecoms & media • Social networking & more • Some examples: • Faster contactless payments • Collect/redeem vouchers • Rate/review products & services • Purchase goods from a smart poster • Access control & virtual queuing • Obtain local info
NFC Smart Posters • A poster combined with an RFID tag becomes “Smart” • RFID tags can store up to a few KB of data: • URL • Promotion data • Location data • Security data • The RFID tag provides a link to the internet from the physical world: • Touch phone to tag to connect to URL • Tag authenticity can be verified by phone application • Browse URL, get info, sign up/login, purchase goods, get vouchers etc • Limitless applications
Example Use Cases Download media content from poster Send links to friends Purchase a product from a poster
NFC: Competing Technologies • There are currently four ways that a person can obtain virtual information from a physical advertisement: • Phone number / e-mail address / URL • Cheap to deploy as part of print image • Impulse response is lost, majority are forgotten • SMS Message to a short-code • Long range (users don’t need to be within arms reach) • Compact (no tags, just text characters) • Cost can be high, many users weary of hidden charges & spam • Has to be remembered if no coverage (eg on tube) • Bluecasting • Bluetooth widely adopted in Handsets • Intrusive, invasion of privacy, costly to deploy • Scan/snap barcode • Most handset have hi-res screen and camera • Time consuming, unreliable, specialist scanners
NFC Technology Advantage • NFC compliments existing SMS marketing campaigns • a cheaper, more convenient and more novel service discovery channel • Simple user experience • touch & follow instructions • Inherent security • Can be enhanced further with tag-level security • NFC gives the user control • Users must physically opt in to get data (or Blue-cast) • NFC/RFID infrastructure • Can work with existing readers & cards • With secure element can store ‘virtual’ payment/loyalty cards
NFC Consumer Research • Glue4 funded an NFC usability trial with our partner Foolproof • Two focus groups: • Early adopters of technology • Late adopters of technology • In-depth Interviews: • 8 people of varying experience with technology • Respondents were given Nokia 3220 phones with the Glue4Touch NFC application installed and a variety of smart poster scenarios to play with • Overall response was very positive • Biggest concerns were security and cost. Some were worried that data could be extracted from the phone without their knowledge. Estimates of how much it would cost to touch a poster varied widely. Education essential. • Users like the idea of collecting data on their phone (e.g. product info) for later consideration
Glue4Touch: Smart-posters A click through model for the physical world • For the consumer: • Confidence in security of tags • Store favourite tags • Store history • Relevant promotional offers • Simple m-payments • Send tags to friends • Via SMS or NFC • For the brand/operator: • Skinning & customisation • Analysis of user behaviour • Click-through rates • Conversion rates • Recommendation rates • Understand the effectiveness of the campaign Glue4Touch: A full NFC smart-poster management service including data collection
Glue4Touch Benefits • Trust and security • Glue4Touch tags are controlled by digital signatures and there’s a complete validation chain for online and offline use. The tags are compliant with NFC Forum specifications. • Measurability and ROI • Interaction with tags is traceable to a specific tag at a specific location. Tag sharing is also traceable making it simple to track viral marketing success. • Complete customisation and branding • The Glue4 smart poster solution covers customisation of the handset application, tags and supporting mobile internet sites. • Dynamic Update • The focus of a smart poster campaign can be refined, changed or completely re-branded post launch without the need for reissuing tags. • Partner Integration • We have teamed up with specialist service providers for payments and transaction processing enabling us to deliver a tried and tested end-to-end service.
UK NFC Adoption Roadmap • 2007 • First consumer NFC phone available in May. O2 starts trials at O2 dome. • Barclaycard/Visa deal with Transport for London – Oyster credit card • London launch of retail cash replacement in September/October • 2008 • Start of national roll-out of cards and Merchant POS systems • Bank trials with new form factors (watches, key fobs, etc) • Campus/closed pilots/roll-out of NFC phones driven by leisure/ents sector • 2009 • NFC phone deployment driven by virtual network operators • Bank/Transit operator issuance of ‘’virtual cards’ to mobile phones viable • Smart-poster interactive advertising being used by agencies/brands • 2010 • NFC phones becoming mass-market (50% new phones have it) • NFC loyalty/voucher redemption retail infrastructure becoming available • 2011 • 80%+ credit-/debit- cards migrated to include contactless interface • 80% of relevant Merchants have contactless POS
Glue4: Contact Us • Neil Garnerr • Web: • www.glue4.com • firstname.lastname@example.org • Phone: • T: 01603 283422 • F: 01603 283434 • M: 07740 305110 • Glue4 Technologies Limited • The Royal • 25 Bank Plain • Norwich • NR2 4SF • UK